From the homepage to checkout, each page of a website serves a unique purpose, helping users find what they need quickly and complete various actions. Whereas the homepage might be the initial entry point from a search engine, for example, a cart page facilitates the checkout process.

As such, different types of web pages require specific design, copy, and calls to action. This article delves into 18 of the most common types of web pages you’ll find online, with details on their purposes, benefits, and best practices when creating them.

As a web developer, marketer, or entrepreneur, you can use this information to improve the user experience on any website you’re creating and achieve the goals for each page.

Which type of website is most popular?

The web is a diverse landscape, with many different websites catering to every niche and need. From informative blogs to feature-rich ecommerce stores, the type of website you choose depends entirely on your goals and target audience.

Here's a look at some popular website types:

• Blogs: Share your knowledge, insights, and stories with the world.
• Business/corporate websites: Establish your brand presence online and connect with potential customers.
• Ecommerce websites: Showcase and sell your products or services directly to online shoppers.
• Portfolio websites: Creatives like designers, photographers, and artists use these platforms to display their work.
• Educational platforms: These websites provide learning resources and tools for students and educators alike.

Remember, website popularity can fluctuate based on current trends and user preferences.  For a deeper dive into the various website types, check out FounderJar's comprehensive guide (link can be inserted here).

What platform do most websites use?

There's a whole toolbox of options available when it comes to building a website, and the "best" choice depends on your specific needs and comfort level. For many, familiar names like WordPress, Squarespace, and Wix offer user-friendly interfaces and pre-built templates to get you started quickly. These website builders are great for simple websites or those who don't need a lot of design flexibility.

On the other hand, some businesses might have existing codebases built with custom Javascript and React frameworks. These can be powerful options, but often require a developer's touch to maintain and update.  For those seeking more content management freedom, headless CMS options like Ghost, Contentful, and Sanity are gaining traction. These separate content management systems integrate with your website's front-end code, allowing for more flexibility in design and functionality.

However, for most businesses seeking a balance between creative freedom, user-friendliness, and strong SEO capabilities, Webflow stands out as a top contender. It offers a unique blend of powerful design tools that rival custom coding, with a user-friendly interface that doesn't require extensive programming knowledge. This makes it accessible for both designers and non-technical users to create high-quality, visually stunning websites.

So, while there are numerous paths to building a website, Webflow's combination of design flexibility, user-friendliness, and SEO strength makes it a compelling choice for a wide range of businesses. In fact, as a testament to Webflow's capabilities, the very website you're browsing right now, including this blog post, is built entirely on Webflow's CMS platform.

18 types of web pages to inspire your own

Here are the most common types of web pages:

1. Homepage
2. Pricing page
3. About page
4. Product page
5. Landing page
6. Menu page
7. Search page
8. Sign-up page
9. 404 page
10. Blog homepage
11. Blog article page
12. One-page portfolio
13. Service page
14. Feature page
15. VS page
16. Solutions page
17. Cart page
18. Registration page

Let’s get into it.

1. Homepage

The homepage is often visitors' first impression of your brand, providing a snapshot of what to expect on the site. The content of this page will vary depending on the type of site. For instance, an e-commerce site will naturally promote its products, promotions, and specials with product images and clear navigation to various product pages. A library homepage might have information about library programs, community resources, and membership. It all depends on the goal of the website.

Essential elements of a homepage

• Headline: Convey what your website offers as concisely as possible. In a world with short attention spans, you only have a few seconds to capture users’ attention before they move on to the next website.
• Subheadline: Add a short description of your offering that supplements the headline. Focus on the benefits users will experience or the pain points you resolve.
• Calls to action: Include two to three above-the-fold calls to action, encouraging users to click and move further along in the buyer or user journey.
• Visuals: Include a compelling image or video that illustrates your message, sparks emotion, and drives user action.
• Easy-to-read content. Focus on features and benefits for the user. Make it about them and what they stand to gain from you.
• Navigation: Decrease bounce rates and improve the time users spend on your page with simple navigation, a clearly visible navigation menu at the top, and a hierarchical structure.

2. Pricing page

There’s a psychology behind pricing pages, even if users might not realize it when browsing a website. You can tap into users’ thought processes using a few psychological hacks influencing their buying behavior.

Pricing page tricks to influence users’ decisions

• Scarcity effect: Create urgency by highlighting limited availability.
• Price anchoring: Introduce a higher-priced product to make other options seem more affordable. For example, if you have a free plan and one priced at $10, add a third option at $25 to make the $10 plan seem like a bargain and a greater value than the free plan.
• Social proof: Leverage the principle that people follow the actions of others by displaying logos of trusted brands you work with.
• The framing effect: Present information that appeals to different audiences’ needs. Highlight cost savings for budget-conscious buyers or time savings for buyers who value efficiency and productivity.

Psychology aside, focus on creating an exceptional user experience on your pricing page. Visual hierarchy, typography, colors, calls to action, and other elements all influence whether buyers take the next step in the buying process. Transparent pricing, concise product descriptions, and guarantees will help buyers make decisions confidently and avoid buyer’s remorse.

3. About page

The About page tells the story behind a company or an individual. It offers information on a brand’s history, founders, mission, and values, humanizing the brand and creating a deeper connection with the audience.

About page best practices

• Be customer-centric. It’s acceptable to toot your own horn on your about page, but keep the attention on your audience. Prove you understand your audience’s problems and you’re there to solve them while subtly discussing why you’re the best person or company for the job.
• Highlight your team. Feature the people and faces behind your brand who make your company tick. Get people excited about working with you because you have incredible people on board.
• Include a call to action (CTA). Your about page is the perfect spot to add a “Start your free trial” or “Book an appointment” CTA to capture leads and get people to take the next step.

4. Product page

If you sell tangible, digital, or service-based products, your product page showcases your offerings in a way that drives sales. As with the homepage, you only have a few seconds to grab users’ attention once they land on your product page.

Product page design tips

• Create great product descriptions. Clearly state what you’re selling and how it benefits the buyer. If you have multiple products on a page, include a compelling snippet for each, with longer product descriptions available when users click on the product.
• Use multiple images. Especially if you’re selling a physical product, show the item from different angles and in context — a woman wearing a pair of boots while walking through a city, for example. Even non-tangible products should have visuals that tell a story to engage your audience.
• Include customer testimonials and reviews. Authentic feedback from real customers builds trust in your brand.
• Suggest other products. Promote related products to provide additional options.

5. Landing page

A landing page is a standalone web page created alongside a marketing or advertising campaign. Users might discover your landing page from a social media or search engine ad or a link in an email.

Unlike other types of web pages incorporated into a website with various goals, landing pages have one primary CTA aimed at driving conversions. Because of its singular focus, a landing page needs captivating copy that encourages people to take the next step with as few clicks as possible.

Landing page copywriting tips

• Include a “hook.” The headline and sub-headline should provide at-a-glance details on the value of your offer that aligns with the ad that brought the user to your page.
• Make your copy scannable. Users will skim your landing page copy rather than read it word for word, according to Nielsen Norman Group research. Include action words and phrases, answers to frequently asked questions, inviting visuals, and persuasive headlines encouraging action.
• Include social proof. Reviews, testimonials, customer logos, and awards or recognition speak volumes.
• Use inviting CTAs near social proof statements. Once you catch users’ attention with social proof, make it easy for them to take the next step. Your CTAs should convey the benefits they’ll experience when they click the link.

6. Menu page

The menu page provides an organized overview of a website's structure, helping users quickly locate other pages on your site. These navigation menus typically appear in page headers or vertical sidebars. A clothing e-commerce shop selling men’s and women’s clothing might have navigation menu drop-downs from the main menus — shoes, accessories, and outdoor apparel from a “men’s clothing” menu, for example.

Types of menu pages

• Horizontal navigation bar: A horizontal menu lists a website’s sub-navigation pages side-by-side from the main menus in the website’s header. You can add horizontal navigation to various menu items, from products and pricing to contact pages.
• Dropdown navigation: Content-rich websites with multiple internal links can benefit from dropdown navigation. Like sub-navigation, drop-downs appear underneath main menus in the top-level navigation bar.
• Hamburger navigation: Ideal for mobile websites, hamburger navigation features collapsible menus users can click to reveal additional pages on your site.
• Vertical sidebar: Just like it sounds, vertical sidebar menus appear on the side of the screen with items stacked on top of each other.
• Footer navigation: At the bottom of a website, footer navigation provides expanded menu items beyond the top-level navigation.

7. Search page

Site search is a feature that lets users search for content, products, videos, and other assets on your website. According to Forrester, up to 43% of website visitors head straight to the search bar when they visit websites. With site search, you not only enable visitors to find what they need quickly, potentially boosting conversions, but also capture valuable insights on what people are searching for when they visit your site.

Types of sites that can benefit from search pages

• E-commerce sites: Customers looking for specific products can use search pages to locate the items they want in seconds.
• Media sites: Websites with growing content libraries can help visitors find specific articles (like the image above).
• Software as a Service (SaaS) platforms: Visitors seeking certain features can use search pages to locate the products that meet their needs.
• Service-based businesses: Healthcare, finance, insurance, marketing agencies, consultants, and other service-based businesses can help clients locate desired product lines with search pages.

8. Sign-up page

A sign-up page facilitates the creation of user accounts, providing personalized experiences and access to exclusive features. Registered users can receive tailored content, recommendations, and personalized features based on their preferences. If you have a membership or subscription-based website, the sign-up page is where you turn visitors into paying customers, collecting their contact information and payment details.

Sign-up page design best practices

• Keep it simple. Reduce friction in the sign-up process with a clean design and minimal steps to sign-up. A headline, a brief registration form, and a call to action are all you need.
• Consider offering a free trial. Build trust in your online community or digital product by letting users try it before committing to payment. Think of the people scrolling through their social media feeds who come across your ad; let them sign up without getting off the couch to retrieve credit card information.
• Use multi-step forms. If you have a longer sign-up process, break it into steps and show progress to encourage users to reach that final step.
• Segment and test. Try various versions of your sign-up forms with different user segments to discover which works best.

9. 404 page

The dreaded 404 page has become a part of internet jargon, serving as a virtual “stop sign” when users stumble upon a broken link or a page that cannot be found. Also known as an error page or “page not found” page, the 404 page lets users know that the web page no longer exists or they mistyped something.

Making the most of 404 pages

Just because it’s an error page doesn’t mean it has to be boring. It can even be an opportunity to establish brand trust and empathy. These 404 examples from HubSpot prove that error pages can be entertaining and even lead users to other areas of your site they might not have found without your broken link or their typos.

10. Blog homepage

Whether you’re a SaaS website or simply a blog website, a blog homepage showcases your latest blog posts, providing visitors with fresh and relevant content. It’s a chance to feature recent posts, pillar content, and downloads while generating new subscribers to your blog via email sign-ups.

Blog design best practices

• Design for readability. Legible typefaces, consistent design elements, font sizes between 15px and 22px, prominent headings and subheadings, white space, visual hierarchy, and other factors make your content more digestible and scannable.
• Build for mobile first. Prioritize the blog content, top-level navigation, blog title, CTA buttons, and footer to encourage optimal mobile experiences.
• Make it easy to navigate. The header, the blog title, the main content, and the footer are the most essential elements of a blog in terms of user experience and readability.

11. Blog article page

As with the blog homepage, individual blog article pages should focus on readability and mobile-first design. Apply the same principles as your blog homepage, and your articles will cater to users’ interests and experiences. They’ll also perform better in search engine rankings, improving visibility.

Blog article page best practices:

• Include sharing buttons. Make it easy for users to share your blog articles on social media or via email.
• Incorporate author information. An author name, photo, and brief biography add a human element to your posts and may improve search engine rankings.
• Add a search feature. As noted in #7, adding a search page makes it easy for users to find relevant content.

12. One-page portfolio

If you’re a freelancer, artist, musician, or other independent professional, the one-page portfolio lets you showcase your work, providing an overview of your skills and achievements. With a single-page portfolio, users can navigate through your work samples without having to sift through multiple pages.

Portfolio best practices

• Keep it simple. Don’t use too many design elements, or you risk distracting from your page’s content. Add a strong headline with a statement of who you are and where you see yourself in the future.
• Showcase your work. Incorporate writing samples, videos, images, data, and other evidence of your skills.
• Update often. Treat your portfolio as a living page that you should update anytime you have a new skill or accomplishment to share.
• Add a CTA and contact information. Prompt user action with a strong CTA, and make it easy for visitors to get in touch with you by phone, email, or a web page contact form.

13. Services page

Used mostly by service-based businesses, like marketing agencies, the services page outlines a business’s or individual’s offerings — providing detailed information about various services to potential customers. This page also supports broader marketing efforts, allowing you to present your value proposition and gain a competitive edge.

Elements of a services page

• Overview: Provide a brief overview of your services and what differentiates you from the competition.
• Case studies, reviews, and testimonials: Offer social proof to encourage users to take the next step in the user or buyer journey.
• Call to action: Tell users what action you want them to take next.
• Chatbot: Advanced chatbots use automation and generative artificial intelligence to support the buyer journey, answering questions and guiding them to ideal product selections.

14. Feature page

Like the services page, feature pages highlight specific features of a product or service, emphasizing key attributes that set them apart. They focus on the most compelling aspects, aiding users in making informed decisions.

Feature pages are useful in industries where users want to understand the nuances of products or services and compare them with other options in the buying process. For instance, tech products, software, and apps leverage feature pages to provide detailed insights into functionalities to help users understand the value.

Features page best practices

• Prioritize key features: Identify the most compelling features of your product or service, focusing on aspects that set your offering apart from competitors.
• Be clear and concise. Use easily understandable language to make sure users quickly grasp the value proposition.
• Add visuals: Incorporate graphics, icons, or images to highlight key features and showcase essential functions in a visually engaging way.
• Illustrate use cases. Demonstrate practical applications and benefits by explaining how each feature solves real user problems.
• Add interactive elements. Allow users to experience features firsthand by allowing them to engage with your product and sign up for a demo or trial.
• Include a CTA. Incorporate strategically placed CTAs that encourage users to take the next step. Direct users to relevant conversion points, such as product trials or contact forms.

15. VS page

Versus pages compare products or services side by side, providing users with insights into the strengths and weaknesses of each. The goal is to show a quick overview of the features and benefits of one product versus another, helping users make informed choices.

Versus pages benefits

The versus page allows you to show users how other products stack up against yours. Often presented as a table with a list of features, a versus page typically includes icons to indicate whether or not a product possesses the feature described — for instance, green checkmarks for yes or X marks for no. Versus pages can be powerful visual tools, helping to sway users toward your product over others as they compare their options.

16. Solutions page

Solutions pages present answers to common problems or challenges, positioning the website or business as an expert in addressing specific issues. They answer the question, “What problems does my product or service solve?” When linked with other internal website pages, solutions pages also aid in search engine optimization by helping search engines recognize key pages.

Solutions pages best practices

• Link from the homepage. Make your solutions page easily accessible in one click from your homepage.
• Link to internal pages. From the solutions pages, link to corresponding product pages, feature pages, and guides, and vice versa.
• Optimize page titles. Include the basic solution you offer in the page title, such as “email marketing,” to improve search engine visibility for related searches.

17. Cart page

The cart page is the final step in the checkout process, allowing users to review and modify their carts before finalizing their purchases. Research shows that just 3% of online store visits culminate in a purchase, and 69% of shopping carts wind up abandoned before purchase completion, making this page one of the most critical types of web pages on your site.

Cart page best practices

• Be transparent. Provide a concise overview of items in the cart with names, quantities, and prices. Display the total order cost, including taxes and shipping fees, to avoid surprises and cart abandonments.
• Include a spot for discount codes. Offering discounts for first-time buyers and new email and SMS subscribers? Be sure to provide a spot in checkout where they can add their promotional codes.
• Include CTAs. Have clear and distinct CTAs for "Proceed to Checkout" and "Continue Shopping."
• Make modifications easy. Allow easy item quantity adjustments and removal options for a seamless experience.
• Build trust. Display security badges, assure data safety, and communicate return and exchange policies.

18. Registration page

The registration page collects user information for various purposes, including personalizing experiences and providing access to exclusive content. Registered users may receive tailored content, recommendations, and personalized features. You may also choose to restrict certain content or features to registered users or members, fostering a sense of exclusivity.

What to include on a registration page

• User-friendly form: Design an intuitive registration form with minimal entry fields. Break up long forms into multi-page steps that show registration progress.
• Password strength indicator: Include a tool that indicates password strength to make sure users create secure login credentials.
• Opt-in preferences: Allow users to choose communication preferences, such as newsletters or promotional updates.
• Terms and conditions: Provide a link to terms and conditions for transparency about data usage and privacy policies.

Don’t build a website without these types of web pages

While the content of websites will vary depending on the organization or individual creating it, these 18 types of web pages are common across industries and use cases. Each serves a vital role in engaging users, encouraging them to take action, and building a loyal audience.

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